NEWU presents the European and US adaptation of the "In Conversation with a Flower" campaign for Prada

To mark the launch of the new Fall/Winter 2023-24 campaign and in conjunction with the "Big Four" fashion events (Paris Fashion Week, Milan Fashion Week, New York Fashion Week, and London Fashion Week), NEWU partnered with Prada to amplify the aesthetic and semantic elements of Prada's Men's and Women's campaigns through innovative ambient media activations. From September 14th to 16th in Paris, London, Milan, and NYC, at selected flower kiosks on the city streets, limited-edition packages containing calendula, daisy, and sunflower seeds, ready for planting, were available for pickup. These packages also included a catalog and access to exclusive TikTok, Snapchat, WeChat experiences, and visual content filters. "In just three days, we delivered almost 35,000 packages," commented Raffaele Bifulco, Co-founder and Managing Director of NEWU. "In all the cities, we managed lengthy queues with wait times of over two hours and received thousands of User-Generated Content (UGC), confirming that more and more people are seeking that sense of 'collective effervescence,' which finds its most complete contemporary expression in physical experiences validated by a digital community." The locations involved in the activity were: • Milan, Orlando Fiori, Piazza della Repubblica • New York, Soho Shack, Prince Street • London, Wild at Heart, Notting Hill • Paris, Maison Meunier, Rue de la Cité NEWU is a strategic and creative consulting company with a phygital focus, offering services across three pillars: creativity, media, and technology. Website: www.newu.it Discover Prada's campaign at www.prada.com.

NEWU presents the European and US adaptation of the "In Conversation with a Flower" campaign for Prada

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